He may have been a ‘one hit wonder’ but Rick Astley’s ‘Never Gonna Give You Up’ was HUGE! And he must know his beer because he’s partnering Danish microbrewer Mikkeller to open a craft beer bar in London.
Here’s the deal…
Mikkeller’s founder, Mikkel Borg Bjergsø met his childhood idol, Rick Astley a few years ago when they collaborated to brew the beer ‘Astley’s Northern Hop Lager.’ And according to the Drinks Business, out of their friendship, the idea of opening a bar together in London grew and an eventual partnership was born.
And Bjergsø seems pretty damned excited about his new bar in London and the opportunity to work with his childhood idol….
“We have finally found a fantastic location in the Shoreditch district that suits us perfectly…And with Rick Astley and his wife Lene Bausager we have also found the perfect partners.”
Designed by the Danish company Femmes Régionales, the bar, Mikkeller’s first in London, will feature a clean Scandinavian look, with “discreet references to Astley’s early pop magic”.
keller’s Scandinavian DNA will be the epicenter for the overall look. With the combination of high quality materials and inviting color combinations, we will make the bar homely and at the same time show the dedication to the good craftsmanship that permeates the entire Mikkeller profile”, explains Femmes Régionales’ Mie Albæk Nielsen.
“We were inspired by the mood of one of his 80’s videos, which we think has a unique sweetness and romance while having a kind of ‘Italian bohemian bistro atmosphere.”
‘More concretely, we use his lyrics in small details, and Mikkeller’s Art Director Keith Shore makes an illustration of Astley, combined with Mikkeller’s visual identity in a neon sign.”
Bjergsø, (a brewing rock star himself) and 80’s pop idol Astley (we still can’t get his song ‘ Never Gonna Give You Up’ out of our head) plan to open the doors to Mikkeller Bar London on October 19th.